Marketing today's academic library a bold new approach to communicating with students - Mathews, Brian (Brian Scott); ebrary, Inc. (Chicago : American Library Association, 2009)
Do libraries need to advertise? -- Defining the user -- Student need states -- The library as product -- Conducting marketing research -- Building relationships -- Developing brand strategies -- Promotional building blocks -- Designing messages -- Measuring the impact -- Putting it all together.
Includes bibliographical references and index.
Electronic reproduction.
Keywords: Academic libraries -- Marketing; Academic libraries -- Public relations; Libraries and students; Advertising -- Libraries; Electronic books